Beyond Buzz: The Next Generation of Word-of-Mouth Marketing

by Lois Kelly

Gold prize winner for best marketing book (tie), 2008 Axiom/Inc Magazine awards

Finalist, 2008 Berry-American Marketing Association Book Prize



It's official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. "Beyond Buzz" shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation.

Filled with insightful examples of conversational marketing at work, "Beyond Buzz" gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level.

Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people's interest...and generate much more than buzz.

Genres: Business

240 pages, Paperback

First published February 28, 2007

Reviews

[Keith Brooks · Rating 4 out of 5]

For the time, it was on target but only now does it become useful as more people struggle to market their solutions.

[Lain · Rating 5 out of 5]

I used to review business and marketing books for a national magazine, so I know when an author is bringing something fresh to the table, and when she's reheating yesterday's leftovers and trying to pass them off as something new. Lois Kelly's book is definitely something fresh!

From beginning to end, this book is packed with practical advice on how to turn traditional marketing on its head. Beyond Buzz picks up where many of Seth Godin's books leave off -- he sets the scene with the "why," and she fills in the details with the "how."

Kelly tells you how to create stories people will listen to, she lists the ways to get and keep people talking, and she explains exactly what you need to do to take your marketing "beyond buzz."

A must-read for any present-day marketer or entrepreneur.

[Unspun · Rating 4 out of 5]

Makes much sense. Lois Kelly's theory is that companies need to have a point of view to make themselves interesting in the age of conversation marketing.

A point of view glues together the key messages and other tricks of the trade that traditional PR people us. A lot of common sense advice here and her "Nine Square Planner" is a useful tool for ou to develop themes for companies to talk about.

[Rick Zhu · Rating 5 out of 5]

From beginning to end, this book is packed with practical advice on how to turn traditional marketing on its head. Kelly tells you how to create stories people will listen to, she lists the ways to get and keep people talking, and she explains exactly what you need to do to take your marketing "beyond buzz."

I recommend this book to all modern marketer/entrepreneur.

[Lost In A Fog · Rating 3 out of 5]

A good primer on creating buzz marketing with an emphasis on technology options--social networks, blogs, websites.

[Lori Grant · Rating 5 out of 5]

A must-read book on buzz/word-of-mouth marketing for the knowledge worker, manager, executive, or entrepreneur.

[Iuliana-raluca Gheorghe · Rating 2 out of 5]

Strange as it may sound...i didnt get a thing out of this book!